Reports to Head of General Insurance Marketing and Sales

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1 JOB DESCRIPTION Title: Senior Marketing Manager General Insurance Functional line: Reports to Head of General Insurance Marketing and Sales The role exists because: Police Mutual has to communicate its brand and products/services to potential/existing members of the police service and their families. The Society has targets for new member acquisition, retention and product sales. Because it has no branches, or sales people, it relies on multi-channel (B2C, B2B, B2B2C) integrated direct marketing campaigns/activities to achieve these targets. Other departments within the organisation need to understand the marketing plan and how it supports the business plan. Employees need to be fully engaged and support campaigns in order to ensure their success. The marketing team manages key Society projects and the role holder leads a number of project teams in relation to the delivery of the General Insurance strategic plan. Police Mutual produces corporate communications, as a communication expert, the role holder assists in their production. Key responsibilities: Defining and developing proposition based messages and content for General Insurance Marketing, working with external Marketing Creative Agencies to create differentiated proposition based integrated campaigns. Planning, delivery and evaluation of General Insurance marketing projects. Developing and implementing multi-channel campaigns for General Insurance to meet targets for new business generation across Police Mutual, NARPO and Federation business lines. Developing and implementing multi-channel campaigns to deliver the General Insurance retention requirements within the existing customer population. Develop and deliver Marketing activities for the Business Partnerships team. Develop, assist and lead (as appropriate) General Insurance Customer Journey initiatives in Liverpool to improve the customer experience and drive deeper engagement and customer advocacy towards Police Mutual/Roland Smith brands. Create internal staff Marketing communications (Liverpool) to support the campaigns. Monitoring campaign results and business performance, identifying potential shortfalls against target and recommending activity to address these shortfalls. Produce regular Marketing management information on General Insurance performance - working with other areas of the business to produce consistent reporting and action plans for new activity. Monitor and produce regular competitor analysis together with wider market developments.

2 Develop and undertake (as required) Customer research activities to deepen our understanding of the customer base and evaluate potential future needs and requirements. Keeping Society employees informed about marketing activities and their role in ensuring campaign success. Working with Liverpool General Insurance operational team (based in Liverpool) to ensure deliver of General Insurance sales targets across Telephone, Outbound and Web channels. Working and informing the wider Campaign Team of General Insurance initiatives to ensure common objectives and goals. Working with Legal and Compliance teams to ensure all communications comply with industry regulations. Task list Understand the target audience and meet with customers to understand their financial needs and issues Plan, implement and monitor marketing proposition based campaigns Work with those areas of the business which will be impacted by marketing projects/campaigns to ensure understanding Ensure all Police Mutual/Roland Smith employees are aware of the progress of key campaigns Benchmark Police Mutual/Roland Smith campaigns with those of other financial service providers Be aware of regulatory requirements and ensure communications are complaint Secure stakeholder approval and sign off of communications Day to day management of third party business partner relationships Identify and manage suppliers and marketing agencies Manage the budget for specific activities Ensure all communications are clear, fair and not misleading and relevant regulations are followed e.g. data protection, Treating Customers Fairly principles Awareness of data protection guidelines and internal data management procedures Needs to have proven and strong skills in: General Insurance Marketing/Sector Written and verbal communications Communication proposition development Customer segmentation, data selections Direct mail, Outbound, Web activity Customer Journey activity Planning and meeting deadlines Using software packages such as Microsoft Powerpoint, Word and Excel

3 Needs to know about the Society's products, services and policies and; Campaign management including, print, data selection, MI and channel management How to ensure brand consistency and comply with brand guidelines Project management Raising Standards requirements Financial Services regulation Regulation impacting financial services marketing e.g. DMD, TCF Needs to have, or be studying for the following qualifications; CIM Degree preferred Key competencies; Customer Focus Innovation and creativity External awareness Delivering the mutuality Living the mutuality Achieving results Communication Project/task planning Accuracy and quality Managing others

4 Success in the role is achieved by undertaking the following tasks to the standards specified in the individual s performance plan PERFORMANCE AREA SPECIFIC ACTIVITY Achieving results Performance Weighting Factor 4

5 Delivering business targets Secures the buy in and involvement of other parts of the business Monitors performance Celebrates success Identifies opportunities for new member acquisition, retention or for cross sales Evaluates the potential cost : benefit of undertaking specific campaigns and develops business cases to support recommendations Defines campaign targets in terms of response rates, quote rates, policies written, GWP, etc and develops activities to achieve these targets Designs communications and uses appropriate channels Considers previous/similar experience to identify ways to improve performance Works with the Head of General Insurance Marketing and Sales to ensure all activity requiring resource or budget investment is agreed at an Executive level Engages and involves other stakeholder departments particularly the operational areas in Liverpool in the planning of individual campaigns Creates internal marketing campaigns in Liverpool to support the campaigns. Encourages shared responsibility for business objectives Creates Society-wide excitement and interest in marketing campaigns Monitors performance against campaign projections for business and capacity planning Encourages other areas of the business to monitor performance against target and provide ongoing campaign updates Identifies potential business shortfalls and recommends remedial action Conducts PIRs to identify what has worked/what has not worked Celebrates success where targets have been met and develops actions where this is not the case Communication Performance Weighting Factor 4

6 Written and verbal Produces plans and reports for Executive approval Prepares copy (were appropriate) for a range of different channels e.g. direct mail letters, press releases, web copy, literature, etc Develops and presents accurate and insightful briefs to marketing agencies Leads project teams and ensures common understanding of goals and objectives Clarifies own action points and those of others Can take complex concepts or financial details and translate them into consumer friendly propositions Conveys ideas clearly, concisely and without jargon Keeps to the point and doesn t get bogged down in detail/irrelevant information Tailors the message to the audience Suggests ways that other members of the team can improve the quality of their copy writing Presenting Presents ideas logically and succinctly Ensures content is relevant and appropriate to the audience Is approachable Seeks feedback and encourages constructive criticism Takes onboard thoughts and suggestions from others Customer focus Performance Weighting Factor 4 Takes a customer perspective Champions the brand and the need to put customers first Considers the consumer when developing communications Develops internal and external communications which are straightforward, jargon free and appropriate to the audience Ensures communications and processes are designed with the customer, rather than internal convenience, in mind Ensures activity is customer-driven Seeks customer feedback when developing complex communication messages to ensure resonance Presents work to customers to gain their feedback and encourage future input Refers to member/non-member research, where appropriate, to help inform thinking and ideas Develop improvements to the customer journey working closely with the operational areas of the business to drive better customer centricity and engagement. Project/task planning Performance Weighting Factor 4

7 Prioritisation Marketing planning Manages own workload to ensure appropriate focus on urgent and important priorities Works with members of the Campaign Team to help ensure the overall Marketing team is focusing on the priorities and resource is allocated appropriately Manages expectations and advises others where deadlines may be at risk Balances short-term tactical activities with the longer-term projects Meets ad hoc requests for support wherever it will not jeopardise BAU/strategic projects Proactively supports team colleagues where they need assistance to meet urgent deadlines or prioritise their work Identifies and schedules activity to meet business targets and budgets and secures buy in of other areas Leads marketing projects and ensures project team members understand, and share, deadlines Accuracy and quality Performance Weighting Factor 4 Pays attention to detail Produces management information which is accurate and clear Takes responsibility for accuracy of own work Objectively reviews own work and that of agencies, spotting any shortcomings and constructively helping them to improve the quality of their output Specifies print production and delivery requirements clearly and accurately Produces quality work Ensures all communications meet brand guidelines Spots inconsistencies or conflicting messages and corrects them Works to get work right first time Looks to present solutions and options to potential problems

8 Managing others Performance Weighting Factor 3 Influencing Works with employees at all levels of the organisation including members of the Managing Board and the Society s Executive Can explain thoughts, plans and ideas to internal and external stakeholders in a way that is appropriate to the audience Directs project teams towards a common objective and aim Contributes to meetings to solve problems Supplier management Team member management Ensures agencies and suppliers know what is expected of them Provides clear deadlines and budgets and monitors performance against them Reviews supplier performance after each project and meets to evaluate how the relationship has worked/learning points for future Identifies the most appropriate supplier for specific activity Coaches less experienced members of the marketing team to improve their capability and effectiveness Takes responsibility for ensuring tasks which apply to the wider marketing team are allocated to individuals Accepts responsibility for a fair share of the marketing administration which can be completed by any member of the team e.g. meeting employees from other departments to listen to their ideas/feedback External awareness Performance Weighting Factor 3 External focus Aware of, and keeps up to date with, what is happening in the financial services industry Recognises the impact of P.E.S.T. factors on business thinking Monitors competitor marketing activity Keeps up to date with regulatory changes to financial services marketing Keeps abreast of issues affecting the police Future focus Sees the bigger picture Innovation and creativity Considers how actions today will impact future results and trends Develops tactical plans to meet strategic business objectives Anticipates future trends in customer behaviour and shares this information with senior managers Considers the wider perspective and long term goals when developing marketing communications Communicates how marketing activity supports the business plan when updating employees in other departments Champions the need to put customers first and understands the role of the brand Performance Weighting Factor 3

9 Positive about change Volunteers to be involved in new activities and encourages others to be too Is positive about new ways of working and promotes a positive attitude Continuous improvement Ideas generation Constantly seeks best practice ideas to build and improve performance Gets involved in marketing process management e.g. approvals process and shares thoughts on best practice with team colleagues Always considers whether there is a better way of doing things and puts this forward/puts this into action Considers team processes/ways of working with a view to improving efficiency and effectiveness When being briefed on new requirements, uses brainstorming/prompting to encourage ideas generation Gets together with other teams to help them to share customer insights and develop ideas Welcomes new ideas even when they are ill formed and helps develop them so their can be considered/reviewed

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